The support group reimagined

1. Fellowship
Steve Schlafman
Fall 2016
--Confidential--

2. 2
Disclaimer
This is not a business plan.The purpose of this deck is to
share the vision of Fellowship, spark a meaningful dialogue,
obtain feedback and generate initial excitement.There’s a
tremendous amount of research and planning that lies
ahead. I am honored for your input.Thank you.

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I struggled with ADD, anxiety and addiction

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I tried to fix myself for years

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Reflection and community were the answer
Radical Self Inquiry
CommunityMentorship
ReadingJournaling
Meditation

6. What I realized
Despite the proliferation of global social networks and
our innate desire to connect, people feel more isolated
and disconnected than ever before. Addiction,
depression, anxiety, obesity, etc. are on the rise.
Religion is on the decline. Society lacks safe spaces and
mediums for us to speak openly about our challenges,
to relate to each another, and to cope and grow
together.
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Why now?
"Millennials are less religiously affiliated than ever before.
Churches are just one of many institutional casualties of the
Internet age in which young people are both more globally
connected and more locally isolated than ever before.
Against this bleak backdrop, a hopeful landscape is
emerging. Millennials are flocking to a host of new
organizations that deepen community in ways that are
powerful, surprising, and perhaps even religious."
How We Gather

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Recent explosion of new offline communities

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And the emergence of “third” spaces
social work learn wellness healing

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My aha moment
“Everyone could benefit from a community like this.”
--My wife after observing a 12 step meeting

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Support groups, like AA, are effective in
helping people, but many are antiquated,
fragmented, and stigmatized.
What if the support group was redesigned
from the ground up?
The big idea

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• Diseases, injuries or chronic medical conditions
• Eating disorders
• Sexual identity questions
• Physical disabilities
• Bad or healthy habits
• Emotional problems
• Addictions
• Bereavement
• Family and relationships
• Career issues or transitions
• Financial distress
Everyone is struggling with something

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Support groups are offered as a space where
individuals can come together to share their stories,
experiences, and lives in a way that helps reduce
isolaBon and loneliness. OEenBmes, we think we are
struggling alone, but support groups help us see that
there are others who may dealing with similar
situaBons and who in turn can help us get beHer.
Support groups defined

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A self-help support group is fully organized and
managed by its members, who are volunteers and
have personal experience in the subject of the group's
focus.
Professionally operated support groups are facilitated
by professionals who most oEen do not share the
problem of the members, such as social workers,
psychologists, or members of the clergy. The facilitator
controls discussions and provides other managerial
service.
Two types of support groups

15. Benefits of support groups
• Members no longer feel alone and afraid
• More affordable than traditional therapy
• Members are equals
• Empower people to solve own problems
• Access to support network, role models and sounding board
• Accountability
• Develop strategies to deal with problem
• Gain perspective on own problems
• Safe place to talk openly personal issues, experiences, etc.
• Find others who can empathize
• Inspiration and encouragement
• Reduced anxiety, improved self-esteem, enhanced well-being
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• Unappealing
• Antiquated
• Highly fragmented
• Finding a group hard
• Varying quality
• Stigmatized
• No national brand
• Bad user experience
• Lack design
• Largely offline
• Online not modernized
Support groups today

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The user experience today

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Finding the right group today
Ask healthcare professional
Contact local centers Search online
Check local listings
Ask people w condition
Contact organizations

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The online experience look like this

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The online directories look like this

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“Everything can be taken
from a man but one thing:
the last of human freedoms –
to choose one’s attitude in
any given set of
circumstances, to choose
one’s own way.”
-Viktor E. Frankl
Attitude and perspective are powerful

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The support group evolved.
Community. Physical space. Design.Technology.
Content. Customer service.
Accessible and Desirable.
Aim to create a movement and national brand.
Share. Relate. Cope. Support. Learn. Grow. Serve.
What is Fellowship?

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Help our members overcome their biggest
challenges, find meaning in life, and transform into
the best version of themselves.
Our mission

24. Our values will guide everything we do
• Member-centric
• Community
• Service
• Personal transformation
• Purpose finding
• Inclusive
• Accountability
• Integrity
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Fellowship’s building blocks
Tech
Spaces
Program
Members
Website & App
Comfortable &
inviting environment
Discussions,
speakers & content
Our members are
the product

26. Our members
• Desire to change
• Ability to look in the mirror
• Courage to speak openly and share experiences
• Open to listening attentively to others
• Willing to attend at least one session per week
• Bring an open mind and ears
• Respect confidentiality and integrity
• Support and serve other members
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Our groups will have different formats
Group Speaker Guest Lecture
1
5-15 members
Peer facilitator
1 hour
Discuss topic
Closed
Group specific
5-20 members
Peer qualification
1 hour
Members respond
Open
Group specific
20+ members
Outside speaker
1 hour
Member Q&A
Open
All members

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Features
• Auditorium
• Meeting rooms
• Café & Book Shop
• Bathrooms
Principles
• Comfortable
• Clean
• Substance-free
• Device-free
• Judgment-free
Design a space optimized for interaction

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Technology: Website
About us
The program
Membership
Group directory
Calendar + events
Content + journal

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Technology: Mobile App
Group messaging
Group Directory
Events / Calendar
Coaching
Content + journal

31. Monetization
• Monthly membership fee
• Out of pocket
• Crowdfunding
• Scholarship
• Insurance (long-term)
• Special speakers, workshops and retreats
• Content (books, videos, podcasts, etc.)
• Food and drinks
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Our market while untapped is massive
• Everyone is dealing with something
• 500,000 peer support groups in U.S.
• Any given time, 6.5M Americans use self-help groups
• Mental health: $150B
Other comps
• Gym memberships: $27B
• Self help books: $11B
• Self care: $22B

33. We believe
• No one should struggle and suffer alone
• Everyone is dealing with something
• Community is comforting, healing and empowering
• Everyone has an unlimited capacity to grow
• Service builds self-confidence and character
• Talking openly gives others courage to do the same
• A focus on mind, body, spirit leads to a strong foundation
• The present and the future is more powerful than the past
• Everyone has a voice and wants to use it
• Movements drive real social change
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34. Big questions / next steps
• What group(s) do we start with? Who wants this? Why?
• Can we tap into existing communities or organizations?
• Are the groups peer or counselor led? Both?
• How do we build an authentic community?
• How do we rebrand the concept of a support group?
• What does a MVP look like?
• Will people pay for this and how much?
• What hypotheses should be tested in an MVP?
• How do we position the service?
• Can the economics work?
• What’s the 6-12 month budget?
• Is this a venture funded business?
• Who can lead this company and what attributes are critical?
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35. We are building a modern brand
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Modern Brand Traditional Brand
Guided by purpose Guided by market
Internal culture Internal structure
Deliver an experience Communicate an image
Trust via transparency Trust through authority
Progress though iteration Strive for perfection
Empowering Controlling
Marketing built-in Marketing as a layer
Create a community Create a transactional relationship
Source: Partners In Spade

36. Founding team
Steve Schlafman
Co-founder & Chairman
• Principal, RREVentures & LHV
• Board Member, Groups
• VP Biz Dev, Stickybits / Turntable.fm
• Director,The Kraft Group
• Sr. Analyst, Microsoft
• B.A. Northeastern University
• Sober since June 2015
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Who else?
Brave, passionate and talented souls
who want to build a movement

37. One final thought
"Third spaces are where culture gets created and that
culture ends up shaping the first and second spaces of
home and workplace. "
-Patrick Dowd, Millennial Trans Project
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38. Appendix

39. Taking a holistic approach
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Body
• Food
• Exercise
• Sleep
• Medical
Mind
• Meditation
• Group discussions
• Journaling
• Creative expression
• Reading
Social
• Family
• Friends
• Community
Society
• Finances
• Job
• Education
• Service

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Wellness apps lack the offline glue

41. Joining Fellowship
• Attend a free open house
• Come to a session with a member
• Register online or at open house
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42. Creating accountability
• Weekly participation
• Online engagement
• Sponsorship / mentorship model
• Crowdfund memberships
• Other
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